The Influence of E-WOM, Price, and Location on the Pur-chase Decision of Tickets for the 12th Anniversary of JKT 48
Keywords:
E-WOM, Price, Purchase DecisionAbstract
With the popularity of JKT48, many fans are waiting for the next events. One of the things organized by JKT48 is the JKT48 anniversary concert, the success of a concert is not spared from promotional factors such as EWOM, ticket prices, and also where the location is held. This study intends to examine whether there is an influence of ewom, price, and location on the decision to buy tickets for the 12th anniversary concert of JKT48. This study uses a quantitative research method using a data collection technique that is disseminated by purposive sampling which contains statements as a research tool. The sample used in this study is a sample obtained from a questionnaire that has been given to the target audience. There are 96 JKT48 fans who have bought tickets for JKT48's 12th anniversary concert. The data analysis technique used in this study is using SPSS version 29 multiple linear regression analysis. From this study, results were obtained that showed that ewom, price, and location had a significant effect on the decision to purchase tickets for the 12th anniversary concert of JKT48 and the independent variables of ewom, price, and location had a significant effect simultaneously on the decision to purchase tickets for the 12th anniversary concert of JKT48.
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